Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Adnan Arnautlija
Once again Golden Drum international festival of creativity has invited young creatives to prove themselves and win prizes and bragging rights in the Young Drummers competition.
This year, Young Drummers will create posters whose primary purpose is to strengthen the brand of Piran as Tartini’s Town, and their works will be judged by an expert jury led by Josephine Richards, Creative Director of Sweden’s INGO Stockholm.
Josefine has 16 years of experience working at leading advertising agencies in both Stockholm and Sydney. For the last five years she has been at INGO Stockholm – the agency creatively ranked No 3 in the world at Cannes Lions 2016. In 2017 INGO became No 6 on Fast Company’s list of the 50 most innovative companies in the world.
Josefine has won over 60 awards in the form of Lions, Pencils, Eggs and other desirable shapes, and last year she was honored as one of 10 Global Creative Directors on Adweek’s Creative 100 list.
We wanted to find out more about what fuels her creativity, and what the jury will be looking for at this year’s competition.
Media Marketing: The slogan of this year’s Golden Drum is “Revealing the fuel of inspiration”. What fuels your inspiration?
Josefine Richards: My fuel is people. Listening to stories from people from different kinds of backgrounds. Everyone who gives me thoughts I’ve never thought before.
Media Marketing: What will be your key message to the Young Drummers this year?
Josefine Richards: Don’t make an ad.
Media Marketing: What will you be looking for in their work?
Josefine Richards: I hope that the Young Drummers will show us that a poster can be anything; a realisation, a provocation, a point for interaction, an art piece – and still answer the challenges of the brief.
Media Marketing: What do you wish to inspire this years Golden Drum delegates to, maybe especially women, as such a successful female CD?
Josefine Richards: I want them to feel how important it is that they are there. To make the world more equal and to make the ads more relevant to the world.
Media Marketing: What is the one thing communication today has to involve when a brand speaks?
Josefine Richards: Being true to the brand. Consumers have a sky high bullshit radar today.
Media Marketing: What do you see as the higher purpose of the brands you create for?
Josefine Richards: To find the truth about a brand and the idea that proves it to people.